{"id":3081,"date":"2020-07-02T11:15:21","date_gmt":"2020-07-02T03:15:21","guid":{"rendered":"https:\/\/headlineforce.com\/?p=3081"},"modified":"2022-05-13T13:39:09","modified_gmt":"2022-05-13T05:39:09","slug":"cdp-vs-dmp%ef%bd%9c%e7%ac%ac%e4%b8%80%e6%96%b9%e5%ae%a2%e6%88%b6%e7%b3%bb%e7%b5%b1%e8%88%87%e5%a4%96%e9%83%a8%e5%8f%97%e7%9c%be%e7%9a%84%e5%b7%ae%e7%95%b0%e8%88%87%e5%90%88%e4%bd%9c","status":"publish","type":"post","link":"https:\/\/headlineforce.com\/2020\/07\/02\/cdp-vs-dmp%ef%bd%9c%e7%ac%ac%e4%b8%80%e6%96%b9%e5%ae%a2%e6%88%b6%e7%b3%bb%e7%b5%b1%e8%88%87%e5%a4%96%e9%83%a8%e5%8f%97%e7%9c%be%e7%9a%84%e5%b7%ae%e7%95%b0%e8%88%87%e5%90%88%e4%bd%9c\/","title":{"rendered":"CDP vs. DMP\uff5c\u7b2c\u4e00\u65b9\u5ba2\u6236\u7cfb\u7d71\u8207\u5916\u90e8\u53d7\u773e\u7684\u5dee\u7570\u8207\u5408\u4f5c"},"content":{"rendered":"\n<p>&nbsp;\u5728\u4e0a\u4e00\u7bc7\u6587\u300c<a href=\"https:\/\/headlineforce.com\/2020\/06\/15\/cdp%e6%98%af%e4%b8%8b%e4%b8%80%e4%bb%a3%e7%9a%84crm%e5%97%8e%ef%bd%9c%e7%82%ba%e4%bb%80%e9%ba%bc%e5%93%81%e7%89%8c%e4%b8%bb%e8%88%87%e9%9b%bb%e5%95%86%e9%9c%80%e8%a6%81%e8%aa%8d%e8%ad%98cdp%ef%bc%9f\/\" target=\"_blank\" rel=\"noreferrer noopener\">CDP\u662f\u4e0b\u4e00\u4ee3\u7684CRM\u55ce\uff5c\u70ba\u4ec0\u9ebc\u54c1\u724c\u4e3b\u8207\u96fb\u5546\u9700\u8981\u8a8d\u8b58CDP\uff1f<\/a>\u300d\u6211\u5011\u4ecb\u7d39\u4e86CDP\u8207CRM\uff08\u7ba1\u7406\u5be6\u540d\u9867\u5ba2\u7684\u7cfb\u7d71\uff09\u7684\u6bd4\u8f03\uff0c\u9019\u7bc7\u6587\u7ae0\u6211\u5011\u8981\u4ecb\u7d39CDP\u8207DMP\uff08\u7ba1\u7406\u533f\u540d\u9867\u5ba2\u7684\u7cfb\u7d71\uff09\u7684\u6bd4\u8f03\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#10025e\" class=\"has-inline-color\">DMP\u662f\u4ec0\u9ebc\uff1f<\/mark><\/strong><\/h3>\n\n\n\n<p>\u5728\u6211\u5011\u8ac7\u5230CDP\u8207DMP\u7684\u6bd4\u8f03\u4e4b\u524d\uff0c\u9700\u8981\u5148\u7c21\u55ae\u4ecb\u7d39\u4e00\u4e0b\u300c<a href=\"https:\/\/headlineforce.com\/2019\/01\/16\/martech%ef%bc%8ddmp%e8%b3%87%e6%96%99%e7%ae%a1%e7%90%86%e5%b9%b3%e5%8f%b0%ef%bd%9c%e5%bb%ba%e7%ab%8b%e5%bb%a3%e5%91%8a%e7%b2%be%e6%ba%96%e5%8f%97%e7%9c%be%e8%b3%87%e6%96%99%e5%ba%ab%ef%bc%8c%e6%89%be\/\" target=\"_blank\" rel=\"noreferrer noopener\">DMP \u8cc7\u6599\u7ba1\u7406\u5e73\u53f0<\/a>\u300d\u9019\u500b\u8a95\u751f\u8f03\u4e45\u7684\u7cfb\u7d71\u662f\u4ec0\u9ebc\uff1f<\/p>\n\n\n\n<p>DMP\u5176\u5be6\u6709\u4e09\u7a2e\u578b\u614b\uff0c\u4ed6\u5011\u7684\u4e0d\u540c\u8655\u5c31\u53d6\u6c7a\u65bc\u6211\u5011\u7ad9\u5728\u4f55\u7a2e\u8996\u89d2\u770b\u5f85\u6578\u64da\uff1a<\/p>\n\n\n\n<ul><li><strong>\u7b2c\u4e00\u65b9DMP<\/strong>\uff0c\u5c31\u662f\u54c1\u724c\u4e3b\u5728\u300c\u81ea\u6709\u5a92\u9ad4\u6e20\u9053\u300d\u8490\u96c6\u7684\u533f\u540d\u53d7\u773e\uff0c\u9019\u90e8\u5206\u7684\u8cc7\u6599\u662f\u54c1\u724c\u7684\u79c1\u6709\u8ca1\u7522\uff0c\u56e0\u70ba\u9867\u5ba2\u662f\u81ea\u5df1\u627e\u4e0a\u9580\u4f86\u7684\uff0c\u5206\u6790\u50f9\u503c\u8f03\u9ad8\u3002\u4f8b\u5982\uff1a\u5b98\u7db2\u7684Cookie ID\u3002<\/li><li><strong>\u7b2c\u4e8c\u65b9DMP<\/strong>\uff0c\u5c31\u662f\u7ad9\u5728\u5ee3\u544a\u4e3b\u7684\u89d2\u5ea6\uff0c\u81ea\u5df1\u7121\u6cd5\u53d6\u5f97\u53d7\u773e\u8cc7\u6599\uff0c\u800c\u8981\u900f\u904e\u8207\u300c\u5176\u4ed6\u5a92\u9ad4\u300d\u5408\u4f5c\uff0c\u5171\u4eab\u800c\u5f97\u7684\u8cc7\u6599\u3002\u4f8b\u5982\uff1a\u5ee3\u544a\u6295\u653e\u8cc7\u6599\uff08\u5ee3\u544a\u66dd\u5149\u3001\u9ede\u64ca\u8cc7\u6599\u7b49\uff09\u3001\u96fb\u4fe1\u8cc7\u6599\uff08\u4e2d\u83ef\u96fb\u4fe1\u5927\u6578\u64da\uff09\u548c\u7db2\u8def\u8f3f\u60c5\u8cc7\u7b49\u3002\u50cf\u6211\u5011\u4e00\u822c\u5728\u4e0b\u7684Google\u3001Facebook\u5ee3\u544a\uff0c\u672c\u8eab\u90fd\u6709\u81ea\u5df1\u7684DMP\uff08\u81ea\u5df1\u7684\u53d7\u773e\u6c60\uff09\uff0c\u4ed6\u80fd\u8b93\u60f3\u8cfc\u8cb7\u5ee3\u544a\u7684\u54c1\u724c\u4e3b\u6311\u9078\u60f3\u8981\u7684\u53d7\u773e\uff0c\u7136\u5f8c\u91dd\u5c0d\u9019\u4e9b\u53d7\u773e\u5728Google\u3001Facebook\u7684\u5a92\u9ad4\u6e20\u9053\u4e0a\u6253\u5ee3\u544a\u3002<\/li><li><strong>\u7b2c\u4e09\u65b9DMP<\/strong>\uff0c\u5c31\u662f\u7ad9\u5728\u5ee3\u544a\u4e3b\u7684\u89d2\u5ea6\uff0c\u65e2\u4e0d\u662f\u6211\u5011\u81ea\u5df1\u7684\u8cc7\u6599\uff0c\u4e5f\u4e0d\u662f\u8207\u6211\u5011\u5408\u4f5c\u7684\u300c\u7b2c\u4e8c\u65b9DMP\u300d\u7684\u8cc7\u6599\u3002\u5b83\u5011\u662f\u7531\u7b2c\u4e8c\u65b9DMP\u5230\u5916\u90e8\u518d\u53bb\u8cfc\u8cb7\u53d6\u5f97\u7684\u8cc7\u6599\uff0c\u6216\u662f\u900f\u904e\u6578\u64da\u4ea4\u6613\u5e02\u5834\u53d6\u5f97\u7684\u8cc7\u6599\uff0c\u6211\u5011\u53eb\u5b83\u7b2c\u4e09\u65b9\u8cc7\u6599\uff01\uff08\u5f88\u591a\u4eba\u6703\u8a8d\u70baGoogle Ads\u548cFacebook Ad\u7684lookalike\u53d7\u773e\u7fa4\uff0c\u662f\u7b2c\u4e09\u65b9\u8cc7\u6599\uff0c\u5176\u5be6\u4ed6\u5011\u4ecd\u662f\u7b2c\u4e8c\u65b9\u8cc7\u6599\u3002\uff09<\/li><\/ul>\n\n\n\n<p>\u6211\u5011\u5e38\u5e38\u63d0\u5230\u7684\u627e\u5c0b\u5916\u90e8DMP\uff0c\u627e\u5c0b\u66f4\u591a\u6f5b\u5728\u53d7\u773e\uff0c\u5176\u5be6\u5c31\u662f\u5728\u8b1b\u7b2c\u4e8c\u3001\u4e09\u65b9DMP\u3002\u5b83\u5728\u6578\u4f4d\u5ee3\u544a\u67b6\u69cb\u88e1\u662f\u5341\u5206\u91cd\u8981\u7684\u89d2\u8272\u3002\u5b83\u80fd\u70ba\u54c1\u724c\u696d\u8005\u5728\u60f3\u6295\u653e\u5ee3\u544a\u7684\u5a92\u9ad4\u6e20\u9053\u300c\u627e\u5230\u9069\u7576\u7684\u53d7\u773e\u300d\u3002<\/p>\n\n\n\n<p>\u7136\u800c\uff0c\u7b2c\u4e00\u65b9DMP\u537b\u53c8\u860a\u85cf\u4e86\u5341\u5206\u73cd\u8cb4\u7684\u8cc7\u6599\uff0c\u56e0\u70ba\u88e1\u9762\u6240\u6709\u7684\u5ba2\u6236\u8cc7\u6599\u90fd\u662f\u7b2c\u4e00\u624b\u7372\u5f97\uff0c\u4e26\u4e14\u9019\u4e9b\u533f\u540d\u5ba2\u6236\u5df2\u7d93\u4f86\u904e\u6211\u5011\u7684\u5a92\u9ad4\u6e20\u9053\uff0c\u66f4\u80fd\u5920\u78ba\u5b9a\u610f\u5411\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#000566\" class=\"has-inline-color\">CDP\u8ddfDMP\u7684\u5dee\u5225\u5728\u54ea\u88e1\uff1f<\/mark><\/strong><\/h3>\n\n\n\n<p><strong>CDP vs. <\/strong><strong>\u7b2c\u4e00\u65b9DMP<\/strong><\/p>\n\n\n\n<p>CDP\u662f\u5132\u5b58\u81ea\u6709\u5a92\u9ad4\u6e20\u9053\u5305\u542b\u300c\u533f\u540d\u5ba2\u6236\u300d\u8207\u300c\u5be6\u540d\u5ba2\u6236\u300d\u7684\u5ba2\u6236\u7cfb\u7d71\uff0c\u800c\u56e0\u70ba\u5b83\u5132\u5b58\u7684\u662f\u81ea\u6709\u5a92\u9ad4\u6578\u64da\u7684\u7de3\u6545\uff0c\u7b2c\u4e00\u65b9DMP\u5176\u5be6\u5c31\u662fCDP\u7684\u5176\u4e2d\u4e00\u90e8\u5206\u3002\u4e0d\u904e\uff0cCDP\u537b\u53c8\u517c\u5177\u4e86CRM\u5be6\u540d\u5ba2\u6236\u6d88\u8cbb\u8cc7\u8a0a\u7684\u5206\u6790\u80fd\u529b\uff0c\u56e0\u6b64\uff0cCDP\u5728\u529f\u80fd\u4f7f\u7528\u6027\u4e0a\u662f\u66f4\u5ee3\u7684\u3002<\/p>\n\n\n\n<p>\u8209\u4f8b\u4f86\u8aaa\uff0cCDP\u80fd\u5920\u5957\u7528CRM\u7684RFM\u6a21\u578b\u4f86\u91dd\u5c0d\u5df2\u8f49\u5316\u9867\u5ba2\u4f86\u505a\u5ee3\u544a\u6e9d\u901a\uff0c\u6216\u662f\u91dd\u5c0d\u9867\u5ba2\u5df2\u8cfc\u8cb7\u904e\u7684\u5546\u54c1\u505a Upselling\u8207Cross Selling\u3002\u4f46\u662f\u7b2c\u4e00\u65b9DMP\u537b\u4e0d\u80fd\u3002<\/p>\n\n\n\n<p>CDP\u6240\u64c1\u6709\u7684\u300c\u533f\u540d\u300d\u5c6c\u6027\uff0c\u8b93\u5b83\u80fd\u5920\u8d85\u524d\u90e8\u7f72\u8207\u5ba2\u6236\u6e9d\u901a\uff0c\u5728\u6f5b\u5728\u5ba2\u6236\u9084\u6c92\u771f\u6b63\u8cfc\u8cb7\uff0c\u4f46\u5df2\u7d93\u700f\u89bd\u4e86\u6211\u5011\u7684\u9801\u9762\u3001\u6216\u7522\u751f\u4efb\u4f55\u4e92\u52d5\u6642\uff0c\u5c31\u5373\u6642\u638c\u63e1\u4ed6\u5011\u7684\u6d88\u8cbb\u52d5\u5411\uff0c\u5c0d\u4e4b\u6295\u653e\u7cbe\u6e96\u7684\u500b\u6027\u5316\u5ee3\u544a\u3002<\/p>\n\n\n\n<p><strong>CDP vs. <\/strong><strong>\u7b2c\u4e8c\u3001\u4e09\u65b9DMP<\/strong><\/p>\n\n\n\n<p>\u54c1\u724c\u4e3b\u5e38\u5e38\u6703\u56e0\u70ba\u9019\u4ef6\u4e8b\u800c\u82e6\u60f1\uff1a\u300c\u5728\u6563\u843d\u65bc\u4e0d\u540c\u5a92\u9ad4\u7684\u5ee3\u5927\u53d7\u773e\u88e1\uff0c\u4e0d\u77e5\u9053\u5982\u4f55\u627e\u5230\u6700\u7cbe\u6e96\u7684\u4eba\u7fa4\u4f86\u6253\u5ee3\u544a\u3002\u300d\u4e0d\u540c\u7684\u5a92\u9ad4\u4e4b\u9593\uff08\u4e0d\u540cDMP\u4e4b\u9593\uff09\uff0c\u8cc7\u6599\u7121\u6cd5\u4e92\u901a\uff0c\u8b93\u54c1\u724c\u696d\u8005\u96e3\u4ee5\u7528\u6700\u78ba\u5207\u7684\u65b9\u5f0f\u9396\u5b9a\u53d7\u773e\u6a23\u8c8c\u3002<\/p>\n\n\n\n<p>\u8209\u4f8b\u4f86\u8aaa\uff0c\u91dd\u5c0d\u540c\u4e00\u7fa4\u76ee\u6a19\u53d7\u773e\uff08TA\uff09\u7279\u5fb5\uff0c\u5728\u5a92\u9ad4A\u53ef\u80fd\u662f\u5e36\u6709\u300c\u5c0f\u8cc7\u65cf\u300dTag\u7684\u53d7\u773e\uff0c\u5728\u53e6\u4e00\u500b\u5a92\u9ad4B\u53c8\u6709\u53ef\u80fd\u662f\u5e36\u6709\u300c\u4e0a\u73ed\u65cf\u300dTag\u7684\u53d7\u773e\u3002\u9019\u4e9b\u4f4d\u65bc\u4e0d\u540c\u5a92\u9ad4\u7684\u4e0d\u540cTag\uff0c\u96d6\u7136\u5728\u7d93\u904e\u6211\u5011\u300c\u4eba\u5de5\u300d\u5c0d\u53d7\u773e\u7684\u7279\u5fb5\u5b9a\u4f4d\u5f8c\uff0c\u80fd\u6709\u4e00\u5b9a\u7a0b\u5ea6\u7684\u543b\u5408\uff0c\u4f46\u4ed6\u5011\u4e0d\u4e00\u5b9a\u80fd\u5b8c\u5168\u53cd\u61c9\u6211\u5011\u7684TA\u6a23\u8c8c\u3002<\/p>\n\n\n\n<p>\u800c\u56e0\u70baCDP\u8457\u91cd\u7684\u662f\u54c1\u724c\u81ea\u6709\u7684\u7b2c\u4e00\u65b9\u5a92\u9ad4\u6578\u64da\uff0c\u5b83\u638c\u63e1\u7684\u662f\u300c\u6f5b\u5728\u5ba2\u6236\u8207\u54c1\u724c\u4e92\u52d5\u7684\u7b2c\u4e00\u624b\u8cc7\u8a0a\u300d\u3002\u4ee5\u53d7\u773e\u7279\u5fb5\u800c\u8a00\uff0c\u6c92\u6709\u5a92\u9ad4\u6703\u6bd4\u81ea\u6709\u5a92\u9ad4\u66f4\u4e86\u89e3\u6211\u5011\u7684\u6f5b\u5728\u5ba2\u6236\u3002\u9019\u4e00\u9ede\u5728Lookalike\u5ee3\u544a\u4e0a\uff0c\u6703\u6709\u8f03\u660e\u986f\u7684\u5dee\u7570\u3002<\/p>\n\n\n\n<p>\u60f3\u50cf\uff0c\u6211\u5011\u4eca\u5929\u900f\u904e\u53d7\u773e\u5b9a\u4f4d\uff0c\u800c\u53bbA\u3001B\u5a92\u9ad4\u9078\u64c7\u4e0d\u540cTag\u7684\u53d7\u773e\u7fa4\u6253\u5ee3\u544a\uff08\u7522\u751f\u4e00\u6b21\u504f\u5dee\uff09\uff0c\u800c\u5f8c\u518d\u5229\u7528\u540c\u4e00\u7fa4\u53d7\u773eTag\u4f86\u505aLookalike\u64f4\u5927\u53d7\u773eBase\uff08\u7522\u751f\u4e8c\u6b21\u504f\u5dee\uff09\u3002\u5982\u679c\u4eca\u5929DMP\u4e0d\u662f\u50cfGoogle\u3001Facebook\u9019\u7a2e\u64c1\u6709\u5de8\u91cf\u8cc7\u6599\uff0c\u5df2\u88ab\u8b49\u660e\u6709\u6548\u7684\u5a92\u9ad4\uff0c\u5176\u5be6\u90fd\u5df2\u7d93\u4e0d\u80fd\u505a\u5230\u7cbe\u6e96\u9396\u5b9a\u3002<\/p>\n\n\n\n<p>\u800c\u6211\u5011\u5176\u5be6\u53ef\u4ee5\u76f4\u63a5\u91dd\u5c0d\u5728CDP\u4e0a\u8490\u96c6\u5230\u7684\u7b2c\u4e00\u624b\u9867\u5ba2\u8cc7\u8a0a\uff08\u4ed6\u5011\u662f\u5df2\u7d93\u5c0d\u6211\u5011\u611f\u8208\u8da3\u800c\u700f\u89bd\u6211\u5011\u9801\u9762\u7684\u9867\u5ba2\uff09\u53bb\u505aLookalike\u3002\uff08\u4f8b\u5982\uff1a\u5c07\u700f\u89bd\u904e\u5e06\u5e03\u978b\u9801\u9762\u7684\u5ba2\u6236Email\uff0c\u62ff\u53bbFacebook\u505aLookalike\u3002\uff09<\/p>\n\n\n\n<p><strong>CDP\u8207DMP\u7684\u5354\u4f5c\u6027<\/strong><\/p>\n\n\n\n<p>CDP\u7684\u6838\u5fc3\u7406\u5ff5\u662f\u5728\u65bc\uff0c\u70ba\u54c1\u724c\u6253\u9020\u5c08\u5c6c\u65bc\u81ea\u5df1\u7684\u5ba2\u6236\u7cfb\u7d71\uff0c\u5c07\u5ba2\u6236\u672a\u8cfc\u8cb7\u524d\u7684\u8f2a\u5ed3\u6a23\u8c8c\uff0c\u4ee5\u53ca\u5ba2\u6236\u8cfc\u8cb7\u5f8c\u7684\u884c\u70ba\u8ecc\u8de1\u90fd\u8a18\u9304\u4e0b\u4f86\u5206\u6790\uff0c\u4ee5\u4fbf\u505a\u5373\u6642\u4e14\u6709\u6548\u5730\u6e9d\u901a\u3002<\/p>\n\n\n\n<p>\u7136\u800c\uff0c\u5728\u4e0a\u8ff0\u7684\u6bd4\u8f03\u4e2d\uff0c\u4e26\u4e0d\u662f\u8aaaCDP\u8981\u53d6\u4ee3DMP\u3002\u5176\u5be6\uff0cCDP\u7684\u80fd\u529b\u662f\u9700\u8981\u5916\u90e8DMP\u4f5c\u70ba\u52d5\u80fd\u800c\u555f\u52d5\u7684\u3002DMP\u5c0d\u65bc\u54c1\u724c\u884c\u92b7\u7684\u89d2\u8272\uff0c\u662f\u5728\u65bc\u300c\u6492\u7db2\u6355\u9b5a\u300d\uff0c\u4e0d\u65b7\u89f8\u53ca\u65b0\u7684\u4eba\u7fa4\u3001\u5ee3\u7d0d\u65b0\u5ba2\u9032\u4f86\u6211\u5011\u7684CDP\u5ba2\u6236\u6c60\u3002\u518d\u85c9\u7531CDP\u7cbe\u6e96\u9396\u5b9a\u53d7\u773e\u8f2a\u5ed3\u7684\u80fd\u529b\uff0c\u4f86\u6210\u529f\u8f49\u5316\u672a\u8cfc\u8cb7\u53d7\u773e\u3002\u56e0\u6b64\uff0c\u5c0d\u65bc\u5916\u90e8DMP\u5a92\u9ad4\u6e20\u9053\u7684\u9078\u64c7\uff0c\u5c0d\u65bc\u5145\u5be6CDP\u7684\u80fd\u529b\u4f86\u8aaa\uff0c\u5c31\u984d\u5916\u91cd\u8981\u4e86\uff01<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp;\u5728\u4e0a\u4e00\u7bc7\u6587\u300cCDP\u662f\u4e0b\u4e00\u4ee3\u7684CRM\u55ce\uff5c\u70ba\u4ec0\u9ebc\u54c1\u724c\u4e3b\u8207\u96fb\u5546\u9700\u8981\u8a8d\u8b58CDP\uff1f\u300d\u6211\u5011\u4ecb\u7d39\u4e86CDP\u8207CRM\uff08\u7ba1\u7406\u5be6\u540d\u9867\u5ba2\u7684\u7cfb\u7d71\uff09\u7684\u6bd4\u8f03\uff0c\u9019\u7bc7\u6587\u7ae0\u6211\u5011\u8981\u4ecb\u7d39CDP\u8207DMP\uff08\u7ba1\u7406\u533f\u540d\u9867\u5ba2\u7684\u7cfb\u7d71\uff09\u7684\u6bd4\u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